|dc.description.abstract||Since the deregulation of the Taiwan stock market in 1988, after flourishing period, due to rapid changes in the stock market environment, the formation of the entire securities dealers and fashion. After the development of a securities firm after 20 years, it is still a earn brokerage fee-based industries. In contrast, the developed markets in Europe and America Securities Dealers inherited the private banking business, in addition to traditional brokerage, import and underwriting business, operating the project will also include asset management and financial advisory and other services.
In 2010, the government open a securities firm by in trust business of wealth management business, in January 2014 also amend the trust securities dealers to handle the wealth management business. This service is open to securities dealers to increase the diversity of the business also can be able to stand on wealth management in a high competition.
This study analyzes the securities firm of customer demand for wealth management factors influence, through a number of security experts, expert insights that demand factor of five brands, goods, services, trade, marketing and other brokerage clients to invest enough to influence the judgment of financial decision-making.
According to this analysis the impact of each factor needs through actual questionnaire sampling mode. Study by Yuanta Polaris Securities, KGI Securities, for example, we identify the key demand factor includes merchandise, services, trade and demand factors included brand marketing.
The study found that the most important factor of customers is the privacy of personal financial planning and asset’s safety also convenience of the transaction. They are not interested enough in marketing activities. Therefore, in the wealth management market of the competitive securities firm, we can understand that customers′ needs and factors. By adjusting its strategy of differentiate services to attract more customers′ agreement.